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Home  News Media News And then there were three
And then there were three |
Written by AdNation Editor, Tuesday, 02 March 2010
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 MEED
reports that the Telecommunications Regulatory Authority (TRA) has awarded Al-Yah Satellite Communications Company (Yahsat) a 10-year contract to operate in the UAE. Yahsat becomes only the third telecoms provider to operate in the country, alongside Etisalat and du.
Yahsat is owned by Mubadala Development Company, Abu Dhabi’s sovereign wealth fund. The licence allows the company to provide voice, data, video and internet services across the UAE.
This is good news for a number of reasons. First of all, it should help boost customer service at the two existing providers, in much the same way as du’s launch a few years ago forced Etisalat to raise its game. And yes, we know that praising Etisalat for improving at that time is a bit like saying that Charles Manson seems much saner these days, but still... improve it did.
It’s not just consumers who stand to benefit from the introduction of a third telco, though. Agencies should be rubbing their hands in glee, especially at the introduction of a third telco backed by the kind of cash that Mubadala is able to hurl at its new projects. We can no doubt expect blanket outdoor, print and TV coverage (please, please, please let there be no radio) around the time of the launch, so media and creative agencies will be well taken care of. And there will probably be a significant PR push too, ‘educating consumers about the available services’ (you can have that for the press release, you’re welcome), so everyone should be happy.
Oh, except Etisalat and du.
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